The dizzying pace of tech innovation, from apps to every sort of handheld device is helping consumers discover new ways to interact with the world around them with a speed that is proving equally dizzying for marketers. Sharing, commenting, live-streaming -- consumers are creating multiple decision points on the path to purchase as they travel the real world adding new degrees of complication for brands hoping to connect and engage. Added to this, the storefront, retail displays, cash register, comparison shopping tools and product reviews are all carried around in consumers' pockets. There's a growing digital and physical fluidity that's permanently reshaping how we discover, prefer, purchase and interact with brands. Thus, the traditional, and once straightforward marketing funnel now resembles something more akin to a complex spider web of moments along which marketers must influence, connect and impact consumer consideration in a continuous way until the point of purchase.
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